Menswear retailer Harry Rosen has updated its brand platform, called “For a Life Well Dressed,” and launched a fall campaign to coincide with its 70th birthday celebration.

According to Jessica Gale, EVP and chief customer officer at Harry Rosen, the new platform was designed to show the brand is elevated but also approachable. According to research, customers want a brand that caters to their individual style, which also informed the update, Gale adds.

“With the trend that we see in everyday athleisure, people are starting to realize that they still want to show up and look great, whether they’re in the boardroom or on a Zoom call,” Gale tells strategy. “It’s the confidence that comes from the right fit, the right product that really looks great on you is something that transcends all demographics.”

In celebratration of its 70th, Harry Rosen is also investing $50 million to transform its stores nationwide, including the Toronto flagship store. It is also rolling out Club Harry loyalty program offers for existing clients and an exclusive designer capsule collection.

The brand campaign informed a series of other in-market activities, including the 70th anniversary edition of Harry magazine; national consumer activations in Vancouver, Edmonton, Calgary, Toronto, Ottawa and Montreal this fall; and an exclusive fashion presentation at Harry Rosen’s flagship store on Bloor Street in Toronto on Oct. 9. The presentation will also be streamed on its digital channels.

The nationwide campaign is about bringing customers back into Harry Rosen stores by offering immersive experiences, Gale says, noting the new West Edmonton Mall store is what the brand calls “our first store of the future” because it’s in a convertible space that can be used for activations.

Toronto’s Sid Lee helped develop the new platform and creative. The agency also helped to create its “Air Harry” concept, a retrospective of Harry Rosen’s 70 years in business.

Horizon provided the full-funnel media strategy, while the internal Harry Rosen team focused on conversion-level assets and lower-funnel channels. Harry Rosen worked with AOR Jaime Eisen Communications for PR and influencer programming.

The new platform is being supported with OLV, OOH, digital and social. According to Gale, this is “one of our larger campaigns” and the biggest since the launch of the Harry Rosen private label collection.